Sensitive data topics include race or ethnicity, religious beliefs, mental or physical health condition or diagnosis, sex life or sexual orientation, citizenship or immigration status, genetic data, biometric data, precise geolocation, private communications, financial information, government-issued identifiers, union membership, children’s data.
Where applicable, sensitive data attributes are blocked by Resonate for activation in the Resonate Ignite Platform for the following states: Colorado, Connecticut, Delaware, Indiana, Kentucky, Maryland, Minnesota, Montana, Nebraska, Nevada, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Virginia, and Washington State. Additional states will be added as legislation is passed.
For sensitive data attributes within Ignite, you will see a new “S” symbol at the time of audience creation to indicate that your audience contains a sensitive attribute. See image below.
Activation
For activation, the audience will still deliver to your activation destination for campaign targeting, but any IDs in the audience that are in the states listed above will be removed from the delivery.
Upon activating an audience that includes sensitive attributes in the Engagement Center, you will see a notification that some IDs may be removed from your audience prior to delivery of that segment to an activation platform due to state privacy regulations. See image below.
Note: Your Estimated Targetable ID number will not change when an audience contains a Sensitive Data Attribute as the IDs are being removed at the time of delivery of your audience to a destination. If you are delivering an audience with Sensitive Data Attributes, you should use the audience sizing number in your activation end point, which will reflect the accurate number of IDs available for targeting.
This effort was put in place to ensure an additional layer of compliance in activation with certain state laws that are already being enforced in your activation platforms. Rest assured; we’ll continue to expand this coverage as new state legislation is passed.
We understand the importance of data privacy and compliance, and we want to remind you that while Resonate takes every measure to identify and report data in a privacy-compliant manner, it's equally important for our clients to be familiar with and adhere to the rules and limits set by their activation partners. These platforms may have distinct rules governing individual targeting with sensitive attributes, and your proactive engagement with these rules is a critical aspect of maintaining privacy compliance. Please consult your activation partners (DSPs, social platforms, etc.) directly to review their specific policies.
Data Append
For Data Append, Resonate includes a fourth column in the append delivery file that contains a comma separated list of Redacted survey value keys. These attributes can be considered null values as we are unable to share the prediction of these attributes for the given ID.
See further schema details here:
rAI Website Personalization
Resonate’s rAI Website Personalization product also returns a NULL value for attributes within an IP Install that are considered sensitive data. We are unable to share the prediction of these attributes for the given IP due to these regulations.
Targeting Medical Conditions
Resonate’s Health Segments are developed in a privacy-safe manner, using best-in-class data collection and prediction methods to ensure privacy-safe data.
There are two data sourcing methods that power segments:
- Health-related responses from the double opt-in consumer study, modeled and projected to the US population for insights and activation. Original survey respondents are excluded from the activation population to ensure full de-identification from the original responses.
- Health-related topics derived from behavioral signal found on page content consumption. Resonate’s AI-Based data engine contextually classifies interests and online consumption to produce aggregate audiences without use of explicit Personal Health Information (PHI).
While both of these techniques are privacy-safe, data are still subject to various state level restrictions and expanded restrictions pertaining to HIPPA-covered entities. Our clients are expected to be familiar with and align to the rules and limits set by their activation partners to maintain privacy compliance. These limits vary by platform (some execution platforms have limits more stringent than state law restricting individual targeting on sensitive data) and should be vetted by the client and their respective activation platform provider.
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